To celebrate Vodafone’s sponsorship of the British and Irish Lions, and the release of the new Lions app, we developed a innovative year long campaign to build excitement for the upcoming tour. Working with 3D avatar company Wolf 3D, the app allowed fans to create a fully customisable 3D versions of themselves, revealing the brand new Canterbury kit upon it’s release. They were then able to place their avatar in their living room in AR, and perform a selection of moves and tricks, whilst recording short clips to share with friends.
For the next phase of the campaign, fans took the personalised avatar they created and put them to the test in an ‘infinite runner’ style game, set on the training pitches of South Africa. Fans needed quick reactions and lots of thumb stamina to doge the onrushing opponents, in the hope of winning a place in the global legends leaderboard.
Additional phases to the campaign are in development, to further enhance the fan experience, for whatever form the Covid-effected Lion’s tour ends up taking.